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In making an analysis of these causes and interests, we discover that they may be influenced by certain advantages and the effect they have on the life of the prospect: First: The first advantage that the prospect desires is hap- piness or peace of mind. The prospect derives great satisfac- tion from what he buys. His purchases buoy him up. He feels that he is really doing something worth while. Second: The second advantage the prospect desires is the gain of health. He places a great value on this because it is HOW TO ATTRACT THE PROSPECT 19 his greatest and most important asset, and he will buy almost anything if he is convinced that it will improve and safe- guard his own health or his family's. Third: The third advantage he desires is a gain of money or wealth. The prospect realizes that it is necessary to spend money to earn money. Therefore, he will buy those things on which he can make money or those that he can resell and make a profit. Thus you have a direct road to the prospect's interest, a direct road to the sources of his decision to buy, and a road map of the advantages by which you can attract him. You have a psychological background. This is the foundation on which to create a scientific sales presentation. With this scientific knowledge and information about the prospect, you can create thoughts and ideas from within that will at- tract him, and, by gaining his confidence, you can sell him your particular product. Thoughts about the thing you want to sell, built around his interests, his needs, and his wants, and believed in by you, will convince him to buy. |
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